Endemol Shine China, part of the larger Endemol Shine Group, has partnered with IP Lab and The Big Things to bring a “MasterChef” Academy to budding chefs in Hong Kong.
Located at The Mills – a renovated retail, culture and arts space in Tsuen Wan – the new “MasterChef” Academy campus allows kids and adults to learn recipes inspired by the show in a new immersive experience.
“China is a key growth market for brand licensing, and activations such as this that work so well in a local market, and for all ages, really demonstrates the relevance of our brands to multiple audiences,” says Jane Smith, group director, brand licensing, gaming, Endemol Shine Group. “Experiential is a real focus for the growth of the ‘MasterChef’ brand, and MasterChef Academy offers people a unique opportunity to experience ‘MasterChef’ as a real participant rather than just a passive viewer.”
Watched globally by more than 300 million viewers in 200 territories, “MasterChef” has been brought to the boil in Hong Kong after being adapted in China several years ago. To celebrate the launch of the new licensed experience, a dedicated event was held in TKO Plaza shopping mall with one of last year’s “MasterChef” Singapore contestants hosting.